Who to contact first
- Members whose visits dropped in the last few weeks: they have not decided yet.
- Members who paused around a clear event, such as holidays, exams or an injury: often they only need an invitation back.
- Long-absent members last. Some will return, but expect less, and do not let them crowd out the recent ones.
What to say
Ask, do not sell. “We have not seen you in a while, is everything all right?” opens a conversation that “Come back and get 20 percent off” closes. The answer tells you the real obstacle: time, motivation, an injury, a schedule that changed, or a class or trainer that stopped suiting them.
Use their name and a real sender. A short message from a trainer they know, on the channel they actually use, carries more weight than a branded email.
Make the way back easy
- Offer one concrete next step: a specific class, a session with a trainer or a short check-in, rather than “come by sometime”.
- Lower the bar for the first visit back: a lighter session, a fresh programme or a familiar face.
- If the obstacle was their schedule, show them the times that fit the new one.
- Keep offers for when price really is the reason.
Know when to stop
Two or three attempts over a few weeks is enough. Beyond that, contact starts to feel like pressure, and a member who leaves on good terms is more likely to come back later, and to speak well of you in the meantime.
Respect opt-outs and communication preferences, and check that your member terms allow the messages you send, particularly automated ones.
Measure what worked
Keep a simple record: who was contacted, how, and whether they came back within a month. Over time it shows what works for your members, which is worth more than any general advice, including this.
PushBeyond’s retention dashboard helps keep that record: your team logs each call, message or note against the member, so everyone can see who has already been contacted.